Palavras chave

Mitos, memes, ativismo, sustentabilidade, Instagram, influenciadores

Resumo

As imagens fazem parte das estratégias e práticas comunicativas dos poderes hegemônicos e do ativismo político. Recentemente a imagem foi incorporada no estudo dos movimentos sociais, destacando a importância do ativismo visual nas redes sociais e suas novas formas de narrativa. No entanto, a relação entre essas narrativas visuais e as estruturas mitológicas, e como elas operam para mobilizar a mudança social, tem sido explorada com menos profundidade. Neste artigo vamos analisar o papel das imagens meméticas no ativismo ambiental em redes sociais e como podemos entendê-las sob uma perspectiva antropológica como mitos ou narrativas que propõem um modelo para perceber, compreender, julgar e agir no mundo. Vamos nos basear em pesquisas em andamento sobre «eco influenciadores» no Instagram, tomando como objeto de análise memes ambientais caracterizados por adotar oposições binárias entre um «antes» e um «depois». Esse contraste estabelece uma narrativa temporal e uma projeção de futuro, o que implica uma relação de causa e efeito e uma avaliação moral de nossa ação no mundo. Argumentaremos que, no caso do meme ambiental, a abordagem a partir do mito nos ajuda a entender seu desempenho na articulação da ordem cósmica, social e pessoal, na medida em que harmoniza as ações humanas com uma ordem cósmica, ao mesmo tempo que projeta imagens dessa ordem cósmica no plano da experiência humana.

Ver infografia

Referências

Abidin, C. (2017). # familygoals: Family influencers, calibrated amateurism, and justifying young digital labor. Social Media+ Society, 3(2). https://doi.org/10.1177/2056305117707191

Link DOI | Link Google Scholar

Ardèvol, E., & Gómez?Cruz, E. (2012). Digital ethnography and media practices. The international encyclopedia of media studies, 498-518. https://doi.org/10.1002/9781444361506.wbiems193

Link DOI | Link Google Scholar

Barthes, R. (2014). Mitologías. Siglo XXI Editores México.

Link Google Scholar

Bashir, N.Y., Lockwood, P., Chasteen, A.L., Nadolny, D., & Noyes, I. (2013). The ironic impact of activists: Negative stereotypes reduce social change influence. European Journal of Social Psychology 43(7), 614-26. https://doi.org/10.1002/ejsp.1983

Link DOI | Link Google Scholar

Castells, M. (2013). Communication power. OUP Oxford. https://doi.org/10.4000/books.editionsmsh.10551

Link DOI | Link Google Scholar

Costanza-Chock, S. (2012). Mic Check! Media cultures and the occupy movement. Social Movement Studies, 11(3-4), 375-385. https://doi.org/10.1080/14742837.2012.710746

Link DOI | Link Google Scholar

Cozen, B. (2013). Mobilizing artists: Green Patriot posters, visual metaphors, and climate change activism. Environmental Communication, 7(2), 297-314. https://doi.org/10.1080/17524032.2013.777353

Link DOI | Link Google Scholar

Daiute, C., & Lightfoot, C. (2004). Narrative analysis: Studying the development of individuals in society. Sage Publications. https://doi.org/10.4135/9781412985246

Link DOI | Link Google Scholar

Demos, T.J. (2016). Between rebel creativity and reification: For and against visual activism. Journal of Visual Culture, 15(1), 85-102. https://doi.org/10.1177/1470412915619459

Link DOI | Link Google Scholar

Geertz, C. (1989). La interpretación de las culturas. Gedisa.

Link Google Scholar

Georgakopoulou, A. (2016). Small stories research: A narrative paradigm for the analysis of social media. The Sage Handbook of social media research methods. Sage. https://doi.org/10.4135/9781473983847.n17

Link DOI | Link Google Scholar

Haenfler, R., Johnson, B., & Jones, E. (2012). Lifestyle movements: Exploring the intersection of lifestyle and social movements. Social Movement Studies, 11(1), 1-20. https://doi.org/10.1080/14742837.2012.640535

Link DOI | Link Google Scholar

Hariman, R., & Lucaites, J.L. (2007). No caption needed: Iconic photographs, public culture, and liberal democracy. University of Chicago Press. https://bit.ly/30giOR8

Link Google Scholar

Hine, C. (2005). Virtual methods: Issues in social research on the Internet. Berg Publishers.

Link Google Scholar

Kozinets, R.V. (2010). Netnography: Doing ethnographic research online. Sage Pub.

Link Google Scholar

Leaver, T., Highfield, T., & Abidin, C. (2020). Instagram: Visual social media cultures. John Wiley & Sons.

Link Google Scholar

Lévi-Strauss, C. (1987). Antropología estructural: Mito, sociedad, humanidades. Siglo XXI.

Link Google Scholar

Leviston, Z., Price, J., & Bishop, B. (2014). Imagining climate change: The role of implicit associations and affective psychological distancing in climate change responses. European Journal of Social Psychology, 44(5), 441-454. https://doi.org/10.1002/ejsp.2050

Link DOI | Link Google Scholar

Lowenthal, D. (1995). The forfeit of the future. Futures, 27(4), 385-395. https://doi.org/10.1016/0016-3287(95)00017-Q

Link DOI | Link Google Scholar

Mann, C., & Stewart, F. (2000). Internet communication and qualitative research: A handbook for researching online. Routledge.

Link Google Scholar

Markham, A. (2013). Remix cultures, remix methods: Reframing qualitative inquiry for social media contexts. In 8th International Congress of Qualitative Inquiry (pp. 63-81). Routledge. https://doi.org/10.4324/9781315428093-3

Link DOI | Link Google Scholar

Marwick, A.E. (2013). Status update: Celebrity, publicity, and branding in the social media age. Yale University Press.

Link Google Scholar

Matalon, L.J. (2019). Modern problems require modern solutions: Internet memes and copyright. Texas Law Review, 98(2), 405-437. https://bit.ly/38jEtMS

Link Google Scholar

Meso-Ayerdi, K., Mendiguren-Galdospín, T., & Pérez-Dasilva, J. (2017). Memes políticos difundidos por usuarios de Twitter. Análisis de la jornada electoral del 26J de 2016. El Profesional de la Información, 26(4), 672-683. https://doi.org/10.3145/epi.2017.jul.11

Link DOI | Link Google Scholar

Murphy, M. (2019). Zero waste on Instagram through the lens of precautionary consumption. Gettysburg Social Sciences Review, 3(1), 22-39. https://bit.ly/3rk6gUK

Link Google Scholar

Norstrom, R., & Sarna, P. (2021). Internet memes in Covid-19 lockdown times in Poland. [Memes de Internet en tiempos de confinamiento por Covid-19 en Polonia]. Comunicar, 67. http://doi.org/10.3916/C67-2021-06

Link Google Scholar

Nowak, J. (2016). Internet meme as a meaningful discourse: Towards a theory of multiparticipant popular online content. Central European Journal of Communication, 9(1), 73-89. https://doi.org/10.19195/1899-5101.9.1(16).5

Link DOI | Link Google Scholar

Ortoleva, P. (2009). Modern mythologies, the media and the social presence of technology. Observatorio (OBS) Journal, 3, 1-12. https://doi.org/10.7458/OBS312009163

Link DOI | Link Google Scholar

O’Neill, S.J., Boykoff, M., Niemeyer, S., & Day, S.A. (2013). On the use of imagery for climate change engagement. Global Environmental Change, 23(2), 413-421. https://doi.org/10.1016/j.gloenvcha.2012.11.006

Link DOI | Link Google Scholar

Penney, J. (2020). 'It's so hard not to be funny in this situation': Memes and humor in U.S. youth online political expression. Television & New Media, 21(8), 791-806. https://doi.org/10.1177/1527476419886068

Link DOI | Link Google Scholar

Piñeiro-Otero, T., & Martínez-Rolán, X. (2016). Los memes en el activismo feminista en la Red: #ViajoSola como ejemplo de movilización transnacional. Cuadernos.info, 39, 17-37. https://doi.org/10.7764/cdi.39.1040

Link DOI | Link Google Scholar

Pink, S., Horst, H., Postill, J., Hjorth, L., Lewis, T., & Tacchi, J. (2016). Digital ethnography: Principles and practice. Sage Pub.

Link Google Scholar

Postill, J. (2014). Freedom technologists and the new protest movements: A theory of protest formulas. Convergence, 20(4), 402-418. https://doi.org/10.1177/1354856514541350

Link DOI | Link Google Scholar

Postill, J. (2018). The rise of nerd politics. Digital activism and political change. Pluto Press. https://doi.org/10.2307/j.ctv4ncp67

Link DOI | Link Google Scholar

Postill, J., & Pink, S. (2012). Social media ethnography: The digital researcher in a messy web. Media International Australia, 145(1), 123-134. https://doi.org/10.1177/1329878X1214500114

Link DOI | Link Google Scholar

Rogers, R. (2009). The end of the virtual: Digital methods. Amsterdam University Press. https://doi.org/10.5117/9789056295936

Link DOI | Link Google Scholar

Roser-Renouf, C., Maibach, E.W., Leiserowitz, A., & Xiaoquan, Z. (2014). The genesis of climate change activism: From key beliefs to political action. Climatic Change, 125, 163-178. https://doi.org/10.1007/s10584-014-1173-5

Link DOI | Link Google Scholar

Ross, A., & Rivers, D.J. (2018). Internet memes, media frames, and the conflicting logics of climate change discourse. Environmental Communication, 13(7), 975-994. https://doi.org/10.1080/17524032.2018.1560347

Link DOI | Link Google Scholar

Rovira, G. (2017). Activismo en red y multitudes conectadas. Icaria. https://bit.ly/3bpepBX

Link Google Scholar

Rowan, J. (2015). Memes, jóvenes y política. In J. Subirats (Ed.), Ya nada será lo mismo. Los efectos del cambio tecnológico en la política, los partidos y el activismo juvenil (pp. 298-303). Centro Reina Sofía sobre Adolescencia y Juventud. https://bit.ly/3roEbf6

Link Google Scholar

San-Cornelio, G., & Roig, A. (2018). Selfies and cultural events: Mixed methods for the study of selfies in context. International Journal of Communication, 12, 2773-2792.

Link Google Scholar

San-Cornelio, G., Ardèvol, E., & Martorell, S. (2020). El estilo de vida como narrativa: análisis de las conexiones entre activismo y consumo en influencers medioambientales en Instagram [Conference]. XII Congreso Internacional Latina de Comunicación Social, Madrid, España.

Link Google Scholar

Senft, T.M. (2013). Microcelebrity and the branded self. In J. Hartley, J. Burgess, & A. Bruns (Eds.), A companion to new media dynamics (pp. 346-354). Blackwell Publishing Ltd. https://doi.org/10.1002/9781118321607.ch22

Link DOI | Link Google Scholar

Shifman, L. (2013). Memes in a digital world: Reconciling with a conceptual troublemaker. Journal of Computer-Mediated Communication, 18(3), 362-377. https://doi.org/10.1111/jcc4.12013

Link DOI | Link Google Scholar

Strauss, A., & Corbin, J. (1994). Grounded theory methodology: An overview. In N. K. Denzin & Y. S. Lincoln (Eds.), Handbook of qualitative research (pp. 273–285). Sage Publications.

Link Google Scholar

Treré, E. (2012). Social movements as information ecologies: Exploring the coevolution of multiple Internet technologies for activism. International Journal of Communication, 6(19), 2359-2377. https://doi.org/10.4324/9781315438177

Link DOI | Link Google Scholar

Treré, E. (2018). Hybrid media activism: Ecologies, imaginaries, algorithms. Routledge.

Link Google Scholar

Vitiuk, I., Polishchuk, O., Kovtun, N., & Fed, V. (2020). Memes as the phenomenon of modern digital culture. WISDOM, 15(2), 45-55. https://doi.org/10.24234/wisdom.v15i2.361

Link DOI | Link Google Scholar

Waddock, S., Waddell, S., & Gray, P.S. (2020). The transformational change challenge of memes: The case of marriage equality in the United States. Bussiness & Society, 59(8), 1667-1697. https://doi.org/10.1177/0007650318816440

Link DOI | Link Google Scholar

Fundref

Crossmark

Technical information

Recebido: 27-12-2020

Revisado: 04-02-2021

Aceite: 15-02-2021

OnlineFirst: 15-04-2021

Data de publicação: 01-07-2021

Tempo de revisão do artigo: 39 dias | Tempo médio de revisão do número 68: 37 dias

Tempo de aceitação do artigo: 50 dias | Tempo médio de aceitação do número 68: 78 dias

Tempo de edição da pré-impressão: 140 dias | Tempo médio de edição pré-impressão do número 68: 168 dias

Tempo de processamento do artigo: 185 dias | Tempo médio de processamento do número 68: 213 dias

Métricas

Métricas deste artigo

Vistas: 11197

Leituras dos resumos: 9803

Descargas em PDF: 1394

Métricas completas do Comunicar 68

Vistas: 107689

Leituras dos resumos: 93369

Descargas em PDF: 14320

Citado por

Citas em Web of Science

San Cornelio, Gemma; Ardevol, Elisenda; Martorell, Sandra; . Lifestyle, activism and consumption in environmental influencers on Instagram OBRA DIGITAL-REVISTA DE COMUNICACION, 2021.

https://doi.org/10.25029/od.2021.326.21

Citas em Scopus

Silva, M.A., Neira, C.C. . Call for protest through instagram: A socio-cognitive analysis of discursive strategies in the context of the social movement in chile (2019-2020) | [Convocatoria de protesta a través de instagram: Análisis socio-cognitivo de estrategias discursivas en el contexto del movimiento social en chile (2019-2020)]), Revista Latina de Comunicacion Social, .

https://doi.org/10.4185/RLCS-2021-1524

Citas em Google Scholar

San Cornelio, G., Ardèvol, E., & Martorell, S. (2021). Estilo de vida, activismo y consumo en influencers medioambientales en Instagram. Obra digital: revista de comunicación, (21), 131-148.

https://dialnet.unirioja.es/servlet/articulo?codigo=8104832

Silva, M. A., & Neira, C. C. (2021). Convocatoria de protesta a través de Instagram, un análisis socio cognitivo de estrategias discursivas en el contexto del movimiento social en Chile (2019-2020). Revista Latina de Comunicación Social, (79), 127-149.

http://nuevaepoca.revistalatinacs.org/index.php/revista/article/view/1551

Baixar

Métricas alternativas

Como citar

Ardèvol, E., Martorell, S., & San-Cornelio, G. (2021). Myths in visual environmental activism narratives on Instagram. [El mito en las narrativas visuales del activismo medioambiental en Instagram]. Comunicar, 68, 59-70. https://doi.org/10.3916/C68-2021-05

Compartilhar

           

Caixa Postal 527

21080 Huelva (Espanha)

Administração

Redação

Creative Commons

Este site usa cookies para obter dados estatísticos sobre a navegação de seus usuários. Se você continuar navegando, consideramos que você aceita seu uso. +info X